Amazon is gearing up to take its low-cost online store, Haul, to the global stage, setting its sights on challenging platforms like Temu and Shein after a successful launch in the United States last November. According to a report by The Information, the e-commerce giant, led by Andy Jassy, plans to expand Haul to Europe by the end of 2025. This move is part of Amazon’s broader strategy to tap into the growing demand for affordable products online.
As evidence of these plans, Amazon recently posted job openings that would support the global expansion of Haul. One such posting is for a software development engineer to join the Haul team and contribute to its worldwide growth. Additionally, the company briefly listed a senior product manager position, which would have involved supporting the launch of Haul in Mexico, before taking it down. These job postings, published on Amazon’s corporate website in early February, lend credence to the notion that the company is indeed eyeing a global rollout for its low-cost platform.
Despite these indicators, Amazon has not officially confirmed its plans to expand Haul beyond the United States. The company’s silence on the matter has not dampened speculation, however, as industry watchers continue to scrutinize Amazon’s moves in the competitive e-commerce landscape.
Haul: Amazon’s Bid to Rival Temu and Shein
Haul is Amazon’s answer to the rising popularity of platforms like Temu, Shein, and TikTok Shop, which have gained significant traction in recent years with their low-price models and strong presence in Western markets. Amazon’s platform focuses on products priced mostly under $20, making it an attractive option for budget-conscious consumers. Users can access Haul through the Amazon Shopping app by searching for “Haul” in the search bar, navigating to Amazon Haul from the main menu icon, or by visiting the dedicated website.
Notably, Haul brings significant changes to the table, including delivery times averaging one to two weeks, shipping costs exceeding $2, and items shipped from logistics centers in Guangdong, China. Although Haul is still in its beta phase in the United States, Amazon has continued to enhance its features. The company has introduced sponsored products in search results, allowing sellers to pay for prominence. Furthermore, Haul has added personalized showcases featuring products handpicked by lifestyle influencers.
As Dharmesh Mehta, Amazon’s Vice President of Worldwide Seller Services, noted when Haul launched in the United States, “Finding excellent products at very low prices is important for customers, and we continue to explore ways we can work with our selling partners to offer products at ultra-low prices.” Mehta added, “Amazon Haul aims to make shopping for fashion, home, lifestyle, electronics, and other products more fun, easy, and affordable, all backed by Amazon’s A-to-Z guarantee so customers can buy with confidence that the products they purchase are safe, authentic, and meet expectations. These are early days for this experience, and we will continue to listen to customers as we refine and expand it in the coming weeks and months.”
Challenges in Global Expansion
As Amazon sets its sights on global expansion, Haul’s launch in Europe may face several challenges, particularly regarding sustainability. Another hurdle could be the tariffs imposed by former US President Donald Trump on Chinese products. Despite these challenges, Amazon appears committed to establishing Haul as a key component of its e-commerce ecosystem and expanding its reach globally. With its low-cost model and emphasis on affordability, Haul is poised to make a significant impact in the competitive world of online retail.